Jens Jokschat

Undocumented details on new customer goals in Pmax from Google Marketing Live! Google just announced a lot of new Pmax goals for new customers at Google Marketing Live. Their overall goal is to create a separate user journey for new and existing customers. For example, there will be promotions only for new customers and special prices for loyalty program customers. They are also testing internally if there could be individual assets just for new customers. It's a very interesting roadmap. I attended a roundtable in Dublin with the product lead for customer cycles and got a chance to ask a lot of detailed questions that are not documented anywhere. I wanted to share the answers, as some of them were unknown to me and others in the community. The first thing I asked was why there are so many unknowns when setting up new vs. existing customer tags in Google Ads and uploading existing customer lists, and not relying on cookies detection. The answer was that the unknowns are mostly unconsented users and iOS users. This is interesting because for iOS users, Google shifts out the Gclid that refers to both user and campaign data to GBraid and WBraid, which only refer to campaign-related data. We often see 30-40% unknowns even though best practices are followed. Another interesting answer is that the unknowns are treated in the algorithm as existing customers, which is useful to know. Google mentioned they would be testing if they could model the unknowns out. I then asked how important the new and existing customer variable in tags were for determining new and existing customers, as it is often limited in some platforms like Shopify, where the new pixel only provides data if users are logged in. The answer was very surprising! The parameter in the tag are mainly used to train the algorithm to verify that Google made the right prediction about whether it was a new customer. The determination happens already when a user enters the auction. My own interpretation of this is that the first-party existing customers list for customer match, in combination with enhanced conversion, is the most important signal for Google to determine if a customer is new or existing when they enter an auction. I asked if it would still work to have just two different conversion actions for new and existing customers and then update the value from the API if a customer is determined to be new or existing, as this provides a safer determination made by the customer's own backend data. The answer was that it would be the same, and the customer match list was the most important. So we will build into ProfitMetrics separate conversion actions now for new and existing customers in the coming month. These were very interesting and helpful answers from Google. I hope you can use the insights, and let me know if you have any questions.

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Would you like the same functionality for your website? https://lnkd.in/efA93tCW Let's build it together with Optimum7! Amazon's website design is a masterclass in strategic user engagement. From the moment you land, the prominent search bar prompts targeted searches, steering you toward a tailored shopping experience. Detailed filters, clear calls to action, and enticing upsells like warranties enhance your journey, boosting your satisfaction and Amazon’s profits. The end goal? To increase your average order volume and secure your loyalty as a long-term customer. #AmazonShopping #UserExperience #StrategicDesign #CustomerLoyalty #EcommerceSuccess #AmazonExperience #UserEngagement #EcommerceStrategy #OnlineShopping #SmartNavigation #CustomerExperience #RetailInnovation #DigitalMarketing #WebDesign #TechDrivenShopping #bigcommerce #shopify #volusion #miva #woocommerce #ecommercetips #duraninci #optimum7

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E-commerce in Germany and winning on Amazon have become more challenging, but achieving growth is still possible. One of my clients is driving over 2.5 x sales growth compared to last year through data analysis and a focus on fundamental pillars like assortment, content, performance marketing, SEO, pricing, and promotion. These growth strategies align with Amazon's own growth strategy: Amazon values joint business partnerships (JBPs) and seeks to be an integral part of brands' distribution and marketing strategies, fostering collaboration for brand and new product launches. Beauty, Healthcare & Wellness are key categories for Amazon, with increased investments and innovations to enhance accessibility and seamlessness for customers. Amazon is targeting a personalized shopping experience for a younger demographic, incorporating features like inspiration, personalization, and immersive experiences such as Virtual Try-On. Amazon remains an industry price follower, matching competitive prices to build shopper trust. Expect potential expansions of high-traffic events like the March 2024 Spring promotion, with a focus on dominating the gifting space in Q4 2024. Success on Amazon lies in understanding and leveraging these key strategies to drive growth and capture market opportunities. #Businessgrowth #Ecommerce #Dataanalysis #DigitalMarketing #businessbrandpeople

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📣🚨Google is extending its EU user consent policy for advertisers and publishers to users in Switzerland from 31 July 2024. What does this mean? Consent must be obtained from users in Switzerland for the use of 🍪 cookies and the collection and use of personal data for ad personalisation. This applies to all Google Ads and analytics products! 🇨🇭 Does this new requirement apply to you? As a Google Partner and Google Certified CMP, we have a dedicated page to help you with your specific compliance needs. Simply click here 👇 https://lnkd.in/d8m2PBNH #consentmanager #googleads #googleanalytics #switzerland #userconsent #dataprivacy #cookies

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Here is my analysis on Performance Max for Marketplaces and why you should care! #googleads #performancemax #ppc #sea #sem

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GPTs 2 Multi-Agents [1] - Can you increase B2B sales with an AI multi-agent concept?   FIRMENGRUPPE APPL is a company that produces color books. We sell our books to book publishers such as Klett or Gräfe und Unzer in Germany and the UK. As the markets are not growing, at least in Germany and the UK, we are facing tough market conditions. In order to maintain our production competence here in Germany, we have address markets within Europe. The challenge - we do not have the time to build up (and cannot find) the people to attack these markets.   On the other hand, we have been on a digitalization journey for four years now. This means that we have all internal information "at your fingertips" and we are collaborating in most departments. We started our GenAI journey in early 2023 when we launched the first version of "APPL-GPT", we call it Supporthub.   We learned that the problems lie in the adoption of the new technology, because people are not really quick to use the new things right away. So we reinvented our first version of Supporthub and gave it a new backend (more a very fast API first approach ;-) plugnpl.ai) and a lightning fast front end and we are progressing within getting more efficient within the different departments, so on the cost side we are doing well with GenAI.   But on the sales side? It is a struggle because we have never been used to doing "real" sales. But now we have to, we are aiming to at least sell up to 2 - 3 Mio. EUR more books in the next 12-18 months.   So what we figure is, we do it with AI and see if we can accomplish a multi-agent concept to sell more of our wonderful books in markets we have not adressed before. We have a great team and we will try the latest models and concepts to achieve this goal.   This will be the first post of a series - "GPTs 2 Multi-Agents". I will document our efforts or misssefforts as we go on this new journey. And we will see if we can reach our sales goals.   Like if you think we can make it.

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Why skippable ads are better than non-skippable ads? 📌 You can only do remarketing for skippable ads 📌 You pay for ‘views’ and not for ‘impressions’ #googleads #youtubeads

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Key Insights Revealed Google Search in 2024: We have seen significant changes in Google search patterns, and the analysis by Datos and SparkToro only proved us right. As Tactica operates in both Europe and the United States, we've observed these changes firsthand. Key Findings from the Datos & SparkToro Study: Zero-Click Searches: Nearly 60% of US and slightly higher in the EU searches end without a click, underscoring the growing trend of zero-click content. Google's Ecosystem: About 30% of clicks in the US and fewer in the EU lead back to Google-owned properties, highlighting Google's stronghold over search traffic. Open Web Traffic: In the US, only 36% of clicks go to non-Google sites, while the EU sees a slightly better 37.4%, possibly influenced by the EU’s Digital Markets Act. Paid Search Clicks: Despite the extensive presence of ads, only 1% of all clicks in both regions are on paid search results. These findings, alongside our observations, cover the impact of recent EU regulations, the effect of AI Overviews on search behavior, and the comparison of mobile vs. desktop search patterns. Dive into the comprehensive report by Datos and SparkToro to explore these insights further. At Tactica, we continuously strive to provide our clients with the most up-to-date and relevant digital marketing strategies. Contact us to see how these insights can optimize your online presence.

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Google vs. Facebook Ads in Germany: What is Better? The biggest factor I use to determine which advertising platform is better for a client is: 𝗧𝗵𝗲 𝗰𝗹𝗶𝗲𝗻𝘁'𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲. For that, ask yourself these 3 questions: 1️⃣ Where does your audience spend their time? 2️⃣ Is your audience aware of your (type of) product or service? 3️⃣ How ready is your audience to buy? Some key considerations: - Almost everyone uses Google, but not everyone uses Facebook or Instagram. ↪ On the other hand, if your audience uses Facebook or Instagram, you might be able to target them more effectively there. - Google Ads are easiest when people are already actively looking for your type of product. ↪ On Meta, no one is really looking for a product; they are enjoying their free time. - On Meta, you have more possbilities to visually show your product than on Google Search. ↪ On Google, you can also advertise on YouTube and via Display ads. So if your audience is there, consider that as well. 𝗜𝗻 𝘁𝗵𝗲 𝗲𝗻𝗱, 𝗶𝘁 𝗰𝗼𝗺𝗲𝘀 𝗱𝗼𝘄𝗻 𝘁𝗼 𝘁𝗵𝗶𝘀: Google Ads are better if you have a product or service that people are already aware of and ready to buy. And you still have the option to expand from Google Search or Shopping to YouTube or Display ads. This way, you can also reach your audience in more visual ways. Meta Ads tend to work better than Google if your audience is made up of big Facebook/Instagram users and people do not search for or even know about your product yet. So, if you have a new type of product that has viral potential, Meta ads might be a gold mine.

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AI a threat to agencies? Yes. But a necessary one. Innovation is key and AI is innovation. Klarna is announcing a 25% decrease in agency costs for 2025. Their new approach is leading to a significant reduction in work for traditional agencies as the company increasingly relies on AI for its marketing and advertising efforts. This shift is causing concern among agencies, prompting them to rethink their strategies and adapt to the changing demands of clients who are embracing AI-driven solutions. AI is not a threat. It is is a tool; to be more efficient, more focussed and more client centric. At Pulse Advertising we have always believed in disruptive change. Ai is no less. Margaux Adam interviewed me on my opinion on Klarna's decision to reduce agency costs. I encourage you to read the article. :) AI for agencies: an opportunity or a threat? :)

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Search + Pmax = Power Pairing Search + Pmax + Ad Machina = 3Power

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𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐓𝐚𝐤𝐞𝐬 𝐂𝐞𝐧𝐭𝐞𝐫 𝐒𝐭𝐚𝐠𝐞 𝐢𝐧 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 (𝐔𝐩𝐝𝐚𝐭𝐞: 𝐉𝐮𝐥𝐲 𝟐𝟎𝟐𝟒) Hey Marketers! Big news for those running CTV (Connected TV) ads and targeting Swiss traffic! Starting July 31st, 2024, Google Ads will require compliance with the IAB's Transparency and Consent Framework (TCF) to show personalized ads. This aligns with Google's ongoing commitment to user privacy and empowers users to control their data. Make sure you're using a Google-certified CMP (Consent Management Platform) to ensure your CTV and Swiss campaigns are compliant. #GoogleAds #CTVAdvertising #PrivacyFirst #TransparencyMatters #SwissMarketing

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𝐈𝐬 𝐌𝐞𝐭𝐚'𝐬 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐏𝐮𝐬𝐡 𝐅𝐨𝐫𝐜𝐢𝐧𝐠 𝐎𝐮𝐭 𝐭𝐡𝐞 𝐖𝐞𝐚𝐤 𝐢𝐧 𝐄𝐮𝐫𝐨𝐩𝐞'𝐬 𝐀𝐝 𝐌𝐚𝐫𝐤𝐞𝐭? Meta’s Q1 earnings are out and the game has truly changed. Across all regions in 2023, ad impressions increased by 28% year-over-year and the average price per ad decreased by 9% year-over-year. Now, ad impression growth in Europe is slowing down, growing at 12% (20% globally), 𝐰𝐡𝐢𝐥𝐞 𝐜𝐨𝐬𝐭 𝐩𝐫. 𝐚𝐝 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧 𝐡𝐚𝐬 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞𝐝 𝐛𝐲 6% 𝐘𝐨𝐘 (𝐆𝐥𝐨𝐛𝐚𝐥𝐥𝐲). Here's the controversial truth: Meta's (needed and understandable) push for revenue growth to satisfy investors and finance their AI push is forcing the weak links out of the market. The reality is stark - Meta seems to be optimizing for profitability, not inclusivity. This harsh reality will cleanse the ecosystem, leaving room only for brands that are built to last and can sustain high customer acquisition costs. Essentially, if your product doesn't encourage repeat purchases or high-ticket items with massive margin, perhaps it's time to exit Meta advertising as a key source of your media mix. In other words, Meta is starting to look a lot like traditional media and is not the growth platform for indie brands it once was. Honestly, for those of us who can afford to invest a lot in getting our message out (Because of our fiercely loyal customers and great product), this is not a setback, but an advantage in the long run. Not that I enjoy that costs are climbing, but in the long run, this will reward those that invest in good stories and generally do a great job providing value to their customers so they stick around. And those that have the resources (and vision) to diversify channels to support their Meta push. BUT, that also means there is a massive opportunity here, and it's ripe for the taking, because there’s room for it in the market - those who truly solve the CAC puzzle for scaling brands. Whoever can crack this for real will not just succeed but dominate. I know a few people playing in this or adjacent spaces Drew Sanocki @ PostPilot, Relo , Frederik Schröder @ Karla, Mads 🍎 Wedderkopp @ Dreaminfluence , but let me know who else is working within this we should chat to #MetaEarnings #Meta #Digitaladvertising #AdTech

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🍵+ 📬 It’s a Match-a made in heaven for customers who don’t open emails   Winning back >9% of lapsed customers every single day can change the growth model of a DTC brand.. And so i'm very excited to share our latest case study about how Encha is achieving this exact thing with Paper Run. Jakub was looking to find a way to reach and convert “cancelled subscribers” and “lapsed customers” who weren’t opening Encha's emails.… using Paper Run’s Klaviyo integration - Encha have been able to automatically winback a whopping 9.7% of these customers… achieving 6.8X ROAS that was previously unreachable. 💬 “Paper Run’s innovative approach in connecting the offline world with marketing automation, along with their exceptional responsiveness, demonstrated the untapped potential of direct mail in our strategy.” - Jakub Borowiecki, CRM Manager Encha. .. and yes, the Paper Run team is fuelled by Encha's Matcha Lattes (would highly recommend). Check out the case study here: https://lnkd.in/e76atSXw

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💀📉 90% of agencies optimize off in-platform ROAS and it's killing your ROI. The best agencies run off a far better metric: Contribution Margin (CM) Here’s the easiest way to get started: Step 1 – Start measuring CM (or some proxy like below). E.g., Net Sales * Gross Margin – Ad Spend If it’s not going up, your ad partner isn’t performing. Step 2 – Measure CM on a category and SKU level. Spend more on higher CM items and less on the poor performers. It’s easy for ad partners to “fake” growth. Don’t fall for it. #digitalmarketing #ecommerce

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Our new ad solution offers more features AND they are easier to operate! The Unified Performance Campaign is now available on Yandex Direct! Since its beta release in fall 2023, UPC has been a hit with marketers. Here’s why: 🎯 Advanced targeting options, ⚙️ Automatic ad generation for catalog pages, 🔄 Seamless navigation between campaign levels, 📂 Export and import of UPC campaigns with Text & Image (or just image) ads via an XLS file. And we’re not stopping there! Look out for: ✨ Combined formats – a mix of Text & Image and product ads on a single banner, 🖼️ Multiple options for titles, texts, images, and videos in Text & Image ads, 🔗 New ad extensions. Starting May 22, all new campaigns have been using UPC. Current campaigns will transition smoothly without losing any progress. Make the most of these amazing updates. Learn more about UPC here → https://bit.ly/3yYFU3r #YandexAds #Yandex #Performance #DigitalMarieting #UnifiedPerformanceCampaigns

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This is B2B. 😄 🫠 From the first category research on G2 to deal won: 1019 days Actual time in sales process: Less than 90 days 12 channels involved. 5 contacts took part of the deal: 1 contact with branded search as first touch. 1 contact came direct to the website the first time. 1 contact took part of our SaaStr pre-party in 2023. 2 contacts where we see them the first time as they take part of sales meetings. LinkedIn Ads massively present all over the journey. B2B takes a long time. Deals do not come out of nowhere. Data is scattered in multiple silos. To understand what's really going on B2Bs must aggregate their customer journey data in holistic maps of all touches. How do you do this at your company? #b2bmarketing #customerjourney #marketingoperations

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A common complaint about #GA4 is that it is difficult to use. Luckily, #GoogleAnalytics is not the only game on the web. In this article, will tell you why you need GA4 alternatives and which ones you might find worth trying. https://lnkd.in/ebGMg37M #google #analytics

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Is it the Fault of Fraudsters or Lazy Marketers? 🤔 Yesterday, we hosted a fantastic event in Berlin with some amazing partners. The room was buzzing with insightful discussions on mobile app growth strategies. I delivered a short presentation on the 3 Pillars for Mastering Channel Diversification in Paid Acquisition for Mobile App Growth. One of the key "rules" I shared is an adage I've been promoting since founding REPLUG - App Marketing Experts: "With so many growth opportunities out there, never buy from black-box networks." This topic is intricate and can't be fully covered in a single post. So, over the next few days, I'll dive deeper into this subject. After my presentation, several marketers approached me for more insights, which inspired me to share a bit of what I have learned over the past 14 years in this industry… Let's start with the basics. Here are my top tips to avoid getting scammed: 1. Exclusive Direct Publishers: If someone promises exclusive direct publishers' traffic (and they can't prove it), you're likely being scammed. 2. CPA Traffic: If someone offers to buy CPA traffic without knowing your app's conversion metrics, you're probably being scammed. 3. Advertisers & Publishers: If a company's website has separate tabs for "advertisers" and "publishers" on their website they might give your campaign to dodgy players, and guess what? You are most likely getting scammed. 4. Dubious DSP Claims: If a company claims to have a DSP, but you can't find any information about it, be cautious. Legit DSPs are featured in performance index reports by MMPs - use those instead. To be clear, not every company is out to scam you. Some mix different traffic sources (transparently or not) to meet your CPA goals. But why let someone buy rewarded traffic (for example) when they promised programmatic traffic? 🤷‍♂️ The golden years for black-box networks are now behind us, but those years - when Uber (and not only) was buying any sort of traffic - made a few hundred companies rich. The smart ones have pivoted and built products or just started making apps. Others, while seeing massive campaigns' margins of anywhere between 60% to 80%, have doubled down in buying DSPs (destined to fail), to mask their activities. Stay vigilant and proactive. It's no longer the golden age, but the landscape can still get dirty quickly. So tell me, what does your media mix look like?

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